Abstract

My Project is a different way of viewing advertisements on social media platforms. Essentially it is a machine learning system that detects previously selected products in a picture and allows users to visit the location where that item is sold through a tag in the image as if the product where a friend of the user.

The problem

The problem that I am attempting to tackle with this project is the viewership of advertisements on social media, and how the affect the user experience of the platforms. Currently in the field of advertisement and social media marketing there lacks a sense of empathy towards consumers even though they are the targets for the ads. I would like to change this dynamic and create one where all parties benefit equally from the advertisements. This project and problem more affect the consumer as the ads are interrupting an experience on social media for them, but it also does affect the businesses that do the advertising because they will need to shift their ideas and framework to fit a new system of reaching customers. In my opinion this project isn’t something that can really be marketed, it almost has to be introduced like an update and let the new way of viewing ads spread by word-of-mouth across the platform. The only other place I can think to promote this would be at a tech conference or somewhere where they talk about how their year is going and what to expect from the platform in the coming future. Finally, I believe that I’m best suited to solve this problem having a background in New Media and User Experience Design, as well as a background in Marketing, I feel that I can speak for both sides of the process and what it may look like for either side.

Sources:

1. https://www.impactbnd.com/blog/study-shows-consumers-arent-turned-off-by-high-volume-of-social-ads-in-their-feeds
2. https://marketingland.com/consumers-burning-social-media-234767
3. https://www.adweek.com/digital/how-social-media-is-changing-advertising-for-better-and-worse/
4. https://www.omicsonline.org/open-access/impact-of-social-media-advertisements-on-universitystudents-2151-6200-1000290.php?aid=94086
5. https://blog.hootsuite.com/social-media-advertising-stats/

Other solutions

1. Facebook’s “Tag your Shop”
   1. This project connects businesses with users extremely well
   2. Restrictive limits make it not always the best choice for marketing
   3. All posts must be manually tagged and owned by shop owner
2. Instagram’s “Product Tags in Posts”
   1. Similar to FB in business to user connectivity
   2. Similar restrictions to FB making system almost undesirable
   3. Requires specific account set-up
   4. Same as FB all product tags are manually done on own posts
3. Shopify’s “Products on Photos”
   1. Almost identical to Instagram’s project
   2. Using 3rd party interaction
   3. Manual tagging of your own posts
   4. Can use any account type

Solution

In general I want this project to allow business to keep up with the growth of consumers without hindering their viewing experience. I think the tagging system allows for network-ability as you can view the products that either your friends or role models are wearing and make a connection. Another way in which I could see this project being used is for employers to try and learn a bit more about potential employees when they go to do a background check. I believe that this can better the user experience of social media for all stakeholders from users to marketers alike.

Tasks

Needs

• Collaborators
• Market Attention
• Special software
• Web host and domain (for testing)
• Legal agreements
• Social Media Platform
• Assistance creating machine learning system
• Businesses willing to participate